From Ground Up to the Sky! Big data for the new out-of-home measurement

Daniel Cuende Alonso

Introduction: Let there be light

Nowadays, media measurements have evolved and improved but there are still many issues to be addressed. Due to the high cost of operations, it requires creation of a Joint Industry Committee ((JIG that warranties the funding. Of course, the JIC will have other functions, but the main and most important is to group buyers and media sellers around one table to put the money down for the measurement. This has many implications, it suddenly brings to the same table other issues such as politics, market relationships, personal dynamics, long history debates, complex affairs, legacies ... and becomes a giant mammoth that becomes difficult to deal with. Many JICs across countries present a lack of responsiveness, effectiveness ... although strong and heavy they are slow to keep the pace of new advances and breakthroughs.